This paper discusses the significant role that resellers play in Indonesia's e-commerce market, representing an estimated 85% of the country's online merchants. Despite their large presence, these resellers are often underserved and face several challenges, such as squeezed margins, lack of access to demand data, low visibility, and inconsistent performance on social commerce platforms. The article identifies potential strategies to support and empower these resellers, such as offering tiered pricing, providing data insights, creating curated collections, and enhancing marketing tools and training.

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